Impressions - January 2016 - 45

Vented zones in
performancewear
result in increased
breathability and a
lighter-weight piece.
The heather look
also is on trend with
athleisure. Image
courtesy of Myogrid.

The latest look at
performancewear
trends and how
you can profit.

HETHER FOR SPORTS,

activewear or corporate
apparel, performancewear
represents tremendous
profitability in a less-contested market space.
As the apparel and the synthetic fibers from
which they are made are steadily developing and rising in popularity and complexity,
there is no standing still in a market that is
exploding. Terms like "SPF ratings," "moisture wicking," "antimicrobial" and "wrinkle
free" should easily be recognized by anyone
buying or selling performancewear. To pause
in deciding whether to jump into the game is
the equivalent of moving backward.
Understanding the unique properties of
performancewear today, as well as its challenges and innovations, will help you become
an expert and develop a winning presentation for the well-educated consumer of today.
PERFORMANCE

ILLUSTRATION BY JOHN JOHN

AESTHETICS

Opposite page

Added performance
details such as vented
hoods allow for
maintained peripheral
vision, even while the
hood is being worn.
Image courtesy
of Myogrid.

THE TERM "ATHLEISURE" is not merely a
trend, but a lifestyle shift, as fashion and
function collide.
Professionals want to dress in a way that
allows them to be comfortable both during and
after work. Today, Millenials make up more
than 50% of the workforce, and they want to
look and stay cool, and experience not only
work/life balance, but also convenience in work/
life integration. This includes what they wear.
Consequently, fashion and trends are driven
by context. A notable rise in the sales of heather
fabrics raises their perception over basic colors
and delivers a look fit for the office. Textures

such as laser etching details or heat-applied
treatments are on the rise and cue interest on
neutral shades such as charcoal and black wearables.The inclusion of color-blocked details, and
contrast-color trims and accents, add a sporty
pop while maintaining professional appeal.
Interesting plackets for ladies' polos drive
differentiation from a bland unisex style. This
creates an opportunity for decorators to showcase a higher-end option versus a traditional
cotton polo.
For the younger Generation Z market,
patterns reign supreme, courtesy of technology such as dye sublimation. Whether on
allover-printed performance tees for boys or
sublimated tights for girls, full color that delivers interest is everywhere. Adaptations of
camouflage, hex patterns, repetitive shapes,
hombres or designs that deliver a look of texture,
such as lace, all are on trend. Tapered performance chinos and fleece that fit close at the
ankle still are growing in popularity. And yoga
pants paired with oversized shirts are a staple.
While browsing blank apparel wholesalers'
catalogs, look to merchandise the latest looks.
Complete mannequin displays or photos of
garments on models on your website validate
your position as a performance apparel expert.
Investing time and effort can yield an increase
in sales and a protection of profit.
FOCUS ON BELIEF
FUNCTIONAL FABRICS DRIVE belief. After
all, performance is the apparel's namesake. The new benefits of performance are
much aligned with the old, except in sports,
where targeted muscle performance is the
January 2016

P.45

Impressions - January 2016

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